SBC News Voice of the Sports Betting Industry
Betano has become the official partner of the upcoming FIFA Club World Cup 2025 for the South American region.
As the Kaizen Gaming-owned operator continues to sponsor top-level football competitions, the new deal will look to deliver entertainment initiatives to fans whilst also showcasing its branding during DAZN broadcasts.
Having begun yesterday (15 June) and running until 13 July, the US-hosted tournament features 32 clubs from the six FIFA confederations globally and adopts a format that mirrors previous iterations of the men’s World Cup – set to expand to 48 teams next year.
While still relatively unfamiliar to many casual bettors, its structure and star-studded lineup provide promising foundations for betting companies to connect with audiences. The tournament has also traditionally had a large Latin American audience, fitting neatly with Betano’s plans for growth in the region.
George Daskalakis, CEO and Co-Founder of Kaizen Gaming, stated: “After being the first sports betting operator to support the FIFA World Cup in Qatar in 2022, we are proud that Betano is joining forces with FIFA once again – this time for the FIFA Club World Cup 2025.”
Betano has a history of working with FIFA. In November 2022 the firm became the first official betting partner of the World Cup. This saw the firm gain a pitch side LED presence, as well as branding on backdrops for interviews featuring European teams.
“It is a privilege to work closely with FIFA for a tournament that brings together millions of fans from all around the world as they get to watch the best club teams and players football has to offer,” Daskalakis added.
He described this year’s Club World Cup as “particularly special” as it marks a moment in history as the inaugural edition. Meanwhile, Romy Gai, Chief Business Officer at FIFA, spoke of the company’s excitement to be reunited in partnership with the gambling brand.
“Our shared ethos of enhancing the fan experience delivered huge successes during the FIFA World Cup Qatar 2022, and we are excited to be working with their team to deliver another world-class tournament,” he added.
“Over the past three years, we have seen the Betano brand grow and expand, and we know fans will be excited for this next step.”
DAZN dives further
The news comes as broadcast partner DAZN also announces a new strategic deal with FIFA. The pair are now launching and operating the FIFA+ service which looks to upscale the way football fans access and engage with the sport globally.
The first of its broadcasts will of course be the entirety of the FIFA Club World Cup 2025. The collaboration will also introduce a daily FIFA Club World Cup 2025 show called The Press which includes insights from football personalities, highlights, behind-the-scenes as well as fan reactions.
Pete Oliver, CEO of Growth Markets at DAZN, told Insider Sport: “From a sporting perspective, the Club World Cup is the first real opportunity for clubs to claim to be the best team in the world.
“When domestic seasons end and, when broadcasters and brands are actively seeking quality inventory, we have a premium global competition, no different from the World Cup or European Championships.
“For the fans, it’s a month-long global tournament at the end of the domestic season, with the world’s best players competing against each other. What’s not to get excited about?”
Meanwhile, as the Club World Cup global broadcaster, DAZN also holds the duty to inform audiences of the clubs and players in a storytelling format that does not just engage the European fans, but those across all continents.
